This event report discusses how Jiffy Lube, the franchise group of auto service centers, transformed its paid-search strategy to drive significantly better results. View Summary

This event report discusses how Jiffy Lube, the franchise group of auto service centers, transformed its paid-search strategy to drive significantly better results.

Initially, the organization had a single paid-search strategy that ran nationwide for a set period each day.

Realizing that enhanced flexibility could deliver stronger returns, the firm constructed a new search platform offering around 900 localized messages.

Through an automated, dynamic solution, higher bids were submitted for search and display ads aimed at consumers with the greatest likelihood to convert, with lower bets placed against those who were already likely to be customers.

The company saw improvements in clickthrough rates, conversions and vehicles serviced, while the cost-per-acquisition plummeted.

2

Ad fraud: protect, prevent or pretend it’s not happening?

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Erol Soyer, Warc Exclusive, January 2015

This article addresses the subject of advertising fraud, a major issue that the industry as a whole has, thus far, failed to address in a coherent fashion. View Summary

This article addresses the subject of advertising fraud, a major issue that the industry as a whole has, thus far, failed to address in a coherent fashion.

According to some estimates, as many as 50% of all digital display ad impressions are impacted by fraud - a record high, and inventory that is worth roughly $40 billion per year.

Using alternative pricing models for selling media than cost-per-thousand could make it easier for brands to detect non-human traffic.

Adopting a cost-per-engagement model would make it much harder to replicate human behaviour, and thus help reduce fraud.

3

The future of search

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Matthew Maltby, Admap, October 2014

This article argues that as the way people use search changes, so must marketers change too - moving from a simple direct response approach to using search for brand building. View Summary

This article argues that as the way people use search changes, so must marketers change too - moving from a simple direct response approach to using search for brand building.

Mobile has changed the way people use search, from something they sat down to do, to a constantly available companion which removes the gap between need and action.

The value of search has moved from direct response to a variety of uses, including early clues of what people are interested in, long-standing truths and adapting planning to need.

Examples of brands using search in new ways include L'Oréal's development of ombré hair products in response to a need uncovered in search data, and Kleenex's use of search data to adapt planning to cold and flu outbreaks.

Use of search should shift from performance to brand medium, but this will require a different kind of measurement more in line with brand metrics than those linked directly to sales.

4

Media Planning Toolkit: Insights from social and search

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Tony Regan, Warc Best Practice, October 2014

This best practice guide covers search and social data, which are increasingly being used to drive insights for communications planning across channels. View Summary

This best practice guide covers search and social data, which are increasingly being used to drive insights for communications planning across channels.

There is a world of difference between people's motivations when using search tools and social media, with search being a private sphere of expressing intent, and social being a more open environment of interaction with others.

Social research is best seen as an opportunity to listen in on people's candid conversations; use tools to pick up keywords and hashtags, take a sample of posts and consider the motivations of your audience.

Search data can reveal what people want or need, and also shows when they search, and common terms used along the purchase path and within categories.

Insights from both approaches can be much more readily generated when data sources are combined, typically in dashboards and visualisation software.

5

Tracking the footprint of the digital consumer: A global benchmark for consumers' habits across web, mobile, GPS locations and social media

This paper provides practical advice for market researchers who feel overwhelmed by the amount of data generated by new technologies and want to incorporate traditional research methods into this new 'paradigm'. View Summary

This paper provides practical advice for market researchers who feel overwhelmed by the amount of data generated by new technologies and want to incorporate traditional research methods into this new 'paradigm'.

The explosion of new technology has opened up new possibilities for people, and the data generated by what people do can create information overload for researchers.

A hybrid or multi mode approach can help researchers to interpret and generate insight from big data.

Some conventional data points, such as demographic profiles, or time-based measurements, never change - these can be used as a reference point for new types of data.

Getting closer to the customer experience can yield rich and accurate data, and advances in technology allow researchers to get closer to this.

This article outlines a series of benchmarks for the pharmaceutical industry's digital marketing activity in the US, including brand awareness, doctor discussions and prescriptions filled. View Summary

This article outlines a series of benchmarks for the pharmaceutical industry's digital marketing activity in the US, including brand awareness, doctor discussions and prescriptions filled.

People are increasingly comfortable seeking out health information online and are doing so on mobile devices at home and on-the-go.

Overall, online pharmaceutical marketing has a positive impact on brand awareness and conversion of prospects and patients.

Banner ads increase awareness and intent to discuss medication with an healthcare provider for prospects, whilst visiting a branded website has the greatest impact on prescriptions.

7

Understanding Internet Audiences

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Andrew Green, Warc Best Practice, July 2014

This article sets out how internet ad views are measured, how they could be measured in the future, and how it is challenged by changing user habits. View Summary

This article sets out how internet ad views are measured, how they could be measured in the future, and how it is challenged by changing user habits.

Internet use continues to grow and use of different devices, including smartphones and tablets, present new challenges for measuring ad effectiveness.

Ads can be targeted, are cost efficient and gain mass coverage, but may also remain unseen, be subject to click fraud or stimulate consumer concerns around privacy.

There are a variety of ways of measuring ad views but this needs to move further towards user-centric measuring to properly understand effectiveness.

Search terms are low-bias and usually express a raw need in a way that is difficult to find in traditional market research.

The process of analysis starts with keyword identification, categorisation and clustering of terms with an application of an algorithm.

Results can then be visualised to understand negative and positive perceptions of terms, how brands relate to each other and further insights.

9

Best Practice on Baidu: A Basketball Example

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Charles Soon, Warc Exclusive, Covario, June 2014

This article explains how Baidu, the Chinese search engine, ranks brands and unbranded terms, using the NBA, the American basketball league, and 'basketball' as an example. View Summary

This article explains how Baidu, the Chinese search engine, ranks brands and unbranded terms, using the NBA, the American basketball league, and 'basketball' as an example.

As a brand, the search term for "nba" returns both the official NBA website and three large web portals among Baidu's top four results.

However, when the unbranded term for 'basketball' is searched for it will only return the web portals.

To obtain visibility in China through internet channels, brands are advised to create a consistent stream of relevant content that users can easily find and access on the popular web portals.

10

The Programmatic Primer: Ad servers in the online advertising ecosystem

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Ted McConnell, Warc Exclusive, May 2014

In this collection of articles the various elements of the online advertising ecosystem are explained. View Summary

In this collection of articles the various elements of the online advertising ecosystem are explained. The articles enable advertisers to take advantage of the opportunities offered by programmatic advertising through understanding the companies and processes involved. This article focuses on ad servers.

11

The Programmatic Primer: Ad networks in the online advertising ecosystem

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Ted McConnell, Warc Exclusive, May 2014

In this collection of articles the various elements of the online advertising ecosystem are explained. View Summary

In this collection of articles the various elements of the online advertising ecosystem are explained. The articles enable advertisers to take advantage of the opportunities offered by programmatic advertising through understanding the companies and processes involved. This article focuses on ad networks.

12

The Programmatic Primer: Publishers in the online advertising ecosystem

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Ted McConnell, Warc Exclusive, May 2014

In this collection of articles the various elements of the online advertising ecosystem are explained. View Summary

In this collection of articles the various elements of the online advertising ecosystem are explained. The articles enable advertisers to take advantage of the opportunities offered by programmatic advertising through understanding the companies and processes involved. This article focuses on publishers.

13

Using big data for insights-driven conversion

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Low Lai Chow, Event Reports, ad:tech Jakarta, May 2014

This event report discusses how Amari Hotels, the Thai resort group, used data to understand the impact of digital ads on sales. View Summary

This event report discusses how Amari Hotels, the Thai resort group, used data to understand the impact of digital ads on sales.

Attribution modelling can be used to understand the consumer journey and the relative impact of different digital media.

The focus of big data analysis should be on extracting data from two or more data collection systems, and then generating actionable insights.

Reach is the single greatest predictor of effectiveness, but companies should look to find any 'blind spots' to fully understand effectiveness, and then work to address them.

This article describes seven ways in which mobile advertising will be most effective in the future. These are: content and consumer participation to build credibility; native advertising as smaller sc... View Summary

This article describes seven ways in which mobile advertising will be most effective in the future. These are: content and consumer participation to build credibility; native advertising as smaller screens make periphery ads impossible; brand partnerships with networks and sources of inspiration; ads as part of a social community; mobile search; mobile providing continuity in omnichannel marketing; and integrating brands into existing mobile activity.

15

Changing the way we measure digital media ROI

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Matthew Dodd, Warc Exclusive, MAP, March 2014

This presentation describes research findings from a digital media consortium formed of publishers and advertisers which sought to understand and change the way digital media impact is measured. View Summary

This presentation describes research findings from a digital media consortium formed of publishers and advertisers which sought to understand and change the way digital media impact is measured.

The research involved collecting data across the marketing mix and modelling their impact.

It was found that the impact of digital ads on sales can be underestimated due to inaccurate modelling, and digital drives sales both directly and indirectly.

16

How Viagra used ecommerce to take on the counterfeiters

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Stephen Whiteside, Event Reports, ePharma Summit, February 2014

This event report discusses how Viagra, Pfizer's erectile dysfunction drug, sought to tackle the problem of counterfeiting by launching an ecommerce-based home delivery service. View Summary

This event report discusses how Viagra, Pfizer's erectile dysfunction drug, sought to tackle the problem of counterfeiting by launching an ecommerce-based home delivery service. Around a third of the 20 million online searches for Viagra each year led to sites selling copies of the product, not the real thing. Many men with prescriptions were thus being misled about the authenticity of the pills they were buying. Consumer research showed that a mixture of embarrassment, convenience and "savvy shopping" encouraged these legitimate customers to buy Viagra on the internet. And that meant if Pfizer successfully launched an official online purchase facility for the drug, it could assist its customers, protect its brand and potentially tap in to a new revenue stream.

17

The rise of PPC as a branding tool

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Niall MacKenzie, MEC, February 2014

This article describes how paid search is changing with the rise of mobile and tablet devices, including a movement of pay-per-click (PPC) from desktop to mobile. View Summary

This article describes how paid search is changing with the rise of mobile and tablet devices, including a movement of pay-per-click (PPC) from desktop to mobile. Paid search is predicted to continue to develop as marketers look to it as a 'first contact' branding exercise, rather than in pure ecommerce terms. Google in particular is developing ad products that allow for greater use of images and video, offering greater opportunities for brands to create a lasting impression in paid search.

18

Optimise the RoI from search

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Juan Vargas, Admap, February 2014, pp. 14-16

This article discusses search engine optimisation (SEO), arguing that gaining the top result is not the most important things. View Summary

This article discusses search engine optimisation (SEO), arguing that gaining the top result is not the most important things. After conducting analysis across sectors, it was found that for some keywords, results placed lower down the page gained more clicks. It was also found that aggregator websites were often clicked on more frequently even if not placed top. This means that companies may be able to spend less on SEO without damaging results. It also increases the importance of search copy in emphasising a product's features. An example is given of work with Mercedes-Benz, the car manufacturer, which delivered an increase of 124% increase on leads with a 20% reduced budget.

19

The ultimate guide to content distribution

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Research on Warc, NewsCred, January 2014

This report discusses content distribution strategy, arguing that the best strategy will vary according to business goals and the target audience. View Summary

This report discusses content distribution strategy, arguing that the best strategy will vary according to business goals and the target audience. Distribution methods include paid media (such as search), online ads, social media and native ads; and organic media such as social media, free content platforms like YouTube, crowdsourcing, SEO strategies and lead nurturing. The combination of platforms used should vary according to goals. Paid distribution can be used to effectively launch a campaign and gather momentum, whilst organic distribution is lower cost. This report gives a full breakdown of the platforms and products available in each category, and explains where each is most useful.

20

IBM and The North Face seek to reshape ecommerce

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Stephen Whiteside, Event Reports, NRF Big Show, January 2014

This event report discusses how IBM, the technology giant, Fluid, the digital shopping consultancy, and The North Face, the outdoor apparel chain, have attempted to give ecommerce a more human touch. View Summary

This event report discusses how IBM, the technology giant, Fluid, the digital shopping consultancy, and The North Face, the outdoor apparel chain, have attempted to give ecommerce a more human touch. To do so, they are using some of the most advanced technology currently available – IBM's Watson, the cognitive computing system which previously beat human competitors on the game show Jeopardy! By using this platform, retail consultancy Fluid transformed the TheNorthFace.com into an interactive experience that replicated the kind of customer service provided in physical stores. It did so by moving beyond search to a conversational style, leveraging the power of Watson to understand natural language, learn and form hypotheses.

21

Effects of Multi-Channel Marketing on Consumers' Online Search Behavior: The Power of Multiple Points of Connection

Amid the plethora of research on advertising effectiveness, the authors of the current study believe consumers' online search behavior, subsequent to exposure to traditional advertising messages, has been understudied. View Summary

Amid the plethora of research on advertising effectiveness, the authors of the current study believe consumers' online search behavior, subsequent to exposure to traditional advertising messages, has been understudied. Using data from a major telecommunication company, this study's findings support the influence of employing multiple channels, advertising expenditures, and television and online advertising on consumers' tendency to follow through with their own online investigations.

This event report describes how Barclaycard, the credit card brand, launched a new travel rewards product in the US. View Summary

This event report describes how Barclaycard, the credit card brand, launched a new travel rewards product in the US. A marketing budget lower than competitors' meant that the company needed to take a different approach to the big TV campaigns dominant in the category. The campaign ran in phases: with national paid search followed by a fully integrated campaign concentrated in Tampa and Pittsburgh. Results were then compared against two other cities, finding the positive effects. The integrated campaign included a website and mobile app, online, mobile and paid search ads, TV ads and a range of in-airport material. Learnings included the importance of a large budget for TV ad campaigns to ensure airing at optimal times. A PR and influencer strategy created significant national results, with coverage in press and on blogs improving brand awareness and generating sales.

23

Search engine optimisation

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Tim Vickery, Warc Best Practice, December 2013, pp. 44-45

This article is a guide to choosing a partner for marketers who wish to develop a search engine optimisation (SEO) strategy. View Summary

This article is a guide to choosing a partner for marketers who wish to develop a search engine optimisation (SEO) strategy. Companies should avoid SEO agencies that offer a canned strategy, instead selecting those that offer a bespoke service. Before beginning, success should be defined, including traffic and conversion-rate: creating a good user experience, including on mobile, will help to achieve this. It is important for someone to understand SEO reporting techniques to ensure results are properly quantified. Progress in SEO may be slow and take several engagements, so patience and realistic expectations are necessary. Finally, in the world of SEO, budget does dictate probability of success.

This event report describes how Unilever, the FMCG company, is improving its ecommerce offering through better functionality, search and content. View Summary

This event report describes how Unilever, the FMCG company, is improving its ecommerce offering through better functionality, search and content. Search is a key concern for Unilever as consumers want to find required information quickly. Spreading product content around the internet increases consumer touchpoints, and helps raise the product in search engine rankings. The report describes how ecommerce has been developed through brand stores on Amazon, the online retailer, and YouTube. Unilever focuses on adding functionality to its online content to increase sales.

Using the example of P&G in China, this article argues that there are five key planning processes for applying Big Data techniques to media communications. View Summary

Using the example of P&G in China, this article argues that there are five key planning processes for applying Big Data techniques to media communications. Big Data can deliver enhanced insight, efficiency, integration and content that connects with target consumers. The key to success is turning insights into actions, requiring a range a data sources which enable optimisation and targeting of campaigns to key consumer groups.